Visual strategies - ads

Color: Every advertisement uses color to advertise its product. Different colors can evoke different responses in the audience. Blue evokes calmness. Green symbolizes freshness. Red can connote alarm or passion. Look at the handout called “Association with color” for specific examples.

Composition: Composition is the organization of visual elements in the advertisement. Balance is very important in the composition of an advertisement. We also look for how the viewer’s gaze is pulled towards different aspects of the design. Use “Deconstructing Images” for a more detailed look at the composition and visual elements.

Rule of Thirds: Advertisements often use the placement of images and details using the rule of thirds. Imagine an invisible 3 x 3 grid that is overlaid on the advertisement. The four intersecting points of these panels is where you want to place important things like logos, slogans or the product itself.

The Focal Point: This is where our gaze is directed. Certain techniques like blurring and exposure can help to draw our attention to certain parts of the image. Light can also be used to create a clear focal point.

The Visual Path: The path that our eye takes when we read an advertisement is a very important element. We often gaze from the top left over to the right and then down in a Z pattern. Another visual path is the F path from top left to the top right and then bottom left to bottom right.

Typography: The font style used in an advertisement is vital. Ads want to balance visuals and text and they use fonts very deliberately. Pay attention to font color, size, and style when analyzing an ad.

Repetition: Advertisers use repetition to really drive home a message and make it memorable. This is often presented visually so look for images and details that are repeated in the ad and

also look for repetition in language. Ad campaigns will repeat the slogan and image through many ads in a campaign.

Body Language: Consider the posture and body language of the subjects in the advertisement. Certain postures show confidence, seduction, power and compassion so look at body language and how subjects are posed in relation to each other.

The Gaze: Subjects in advertisements often look directly at the camera which clearly reaches out confidently to the audience which triggers an emotion in the audience to buy the product. Subjects can also look up which shows confidence or look down which shows confidence.

Point of View: This technique takes the audience into the point of view of another person. This is often used in video ads.

Association: This is our favorite technique. This is when visuals in the advertisement are associated with certain ideas or values and are then associated with the product.

Symbolism: This is a technique that uses objects and ideas that are symbolic and stand for an important concept like love or family.

Anthropomorphism: Advertisers also take objects or animals and give them human characteristics. This is common in advertisements and helps entertain us and connect us to the human condition.

Emotional Appeals: Advertisers often connect directly to our emotions and make us feel a certain way and thus want to buy our product. We can feel nostalgic, inspired, or compassionate. Ask yourself what emotions are evoked by the visuals of the advertisement.

Storytelling: Advertisers often tell a narrative that can connect directly to their product. This story can show us people in real situations and help sell their product. Look for ways that the visuals tell a story.